Milestones are a big deal — wedding anniversaries, graduations, retirements, promotions…and 100 podcast episodes. That’s right, this week marks a major milestone for “Marketing Today” — we’re hitting the century mark with our 100th episode. We appreciate all the support and interest we’ve received for “Marketing Today,” and we look forward to many more episodes to come.

This week on “Marketing Today,” Alan talked with Colin McConnell, senior vice president and chief brand officer for Prudential Financial. McConnell has enjoyed an extraordinary 27-year career there, rising from college recruiter to speech writer to being a member of the team that started the company’s in-house advertising agency, and then on to his present role leading that agency, which is one of the largest in the financial services category.

During the course of his conversation with Alan, McConnell touched on what he feels is a key focus for an effective in-house agency. “I don’t think that the best in-house advertising agency is really led by advertising strategy, it’s led by marketing strategy,” said McConnell. “And even though it’s still an in-house agency, and it has all those resources, it’s still a marketing department.”

And he talked further about how Prudential Financial positions itself in what is perceived as a low-engagement category: “Somehow, the category, when it comes to packaging products and services that do good for people, has tended to be sleepy,” said McConnell. “So we try to not do that. We try to take fresh angles on old ideas, we try to come up with fresh insights, and we always try to stretch creative into places that people haven’t seen before. And I think, so far, we’ve done a pretty good job.”

Highlights from this week’s “Marketing Today” podcast include:

McConnell describes the long and the short of his 27-year career at Prudential Financial. ([1:57])

“It’s been harder going than most people realized” — McConnell discusses how marcom integration has worked for Prudential Financial. ([5:03])

“Media is the new creative” — McConnell talks about the Prudential Financial in-house agency and how, from the beginning, they in-sourced media planning and procurement, which is a huge advantage for them. ([8:05])

“Digital is the air we breathe” — McConnell offers advice on building an in-house agency. ([10:36])

McConnell on the possible pitfalls of an in-house agency: “Insularity is an issue you have to guard against.” ([12:58])

“Financial services companies cut to the core of life” — McConnell takes issue with the notion that financial services is a low-engagement category. ([16:52])

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Podcast Reviews

Brilliant with 1 Myth bug bear

August 4, 2018 by FrogHopper UK from United Kingdom

Attention all small businesses enjoying the weekend but worrying about sales. Brilliant podcast to inspire you to disrupt the market and make ur brand famous. And with 0 marketing budget!
My only bug bear is the usual criticism of market research. Consumers will always tell u new and different is bad and then it does brilliantly in market etc etc. This is an old MYTH!! Just do your research right with creative consumers!!! Yes those ones that buy your product!! Rant over.
Otherwise love this....and have worked with Eat Big Fish in the past.
https://www.marketing today podcast.com/104-mark-barden-of-eatbigfish-on-challenger-brands-and-the-age-of-disruption/
Lizanne Byrne
FrogHopper

Awesome show, highly recommend!

June 7, 2018 by J. Barshop from United States

Alan and his guests provide some incredibly actionable and compelling content, spotlighting the absolute best marketing tactics and coming trends to help you effectively grow your business.
Highly recommend listening and subscribing to Marketing Today if you want the knowledge AND mindsets to get ahead of the curve (and reach your overall business goals as a result)!

Very insightful with A-list guests

October 5, 2017 by KhunKC from Philippines

The interviews are credible and enjoyable to listen to. With its range of guests - marketing gurus to CMOs - this podcast is a great source for insights and marketing inspiration!

Great Take Aways for Marketing Leaders

July 7, 2017 by CamMaxH from United States

Really have enjoyed these podcasts. Always a specific action item or two that I plan to shamelessly steal and try and make work for my company!

Always Worth A Listen

March 2, 2017 by LG in NC from United States

Great podcast. It's entertaining and smart and worthy of your time. I learn something new on every episode.